The public need for advertising appears when the consumer can choose goods and services. Advertising develops more intensively the wider this choice is. Currently, it can be seen and heard everywhere: on television, radio, in print, as well as through outdoor mass media. A person receives information through all the channels available to him. However, some of them are special for communication, primarily visual. After all, advertising has become an important part of modern society today. It is rightly defined as part of a universal culture that develops according to its internal laws. Visual advertising strongly impacts consumers because images are the most memorable, and competent advertising directly affects sales.
The modern world and the volumes of information people encounter daily put marketing communication in a rigid framework. If our message does not attract the consumer’s attention, all the resources spent on generating this contact are wasted. The visual range of advertising consists of illustrations, graphic images, video images, the advertising text’s font, and the promotion message’s color scheme. The components of the visual series of advertising act on the viewer altogether. In well-thought-out marketing, all design elements are carriers of specific information, whether a logo or a photo depicting a hotel or attractions of the country. Therefore, the absence of any aspect of the promotion message makes it incomprehensible and useless.
The successful promotion of a new product can be seen as an example of how the Coca-Cola Company implemented it. The selected advertisement example contains a Coca-Cola poster which can be seen in Figure 1. The potential audience for this ad is users of the intelligent artificial assistant Alex in Australia. The company says that Alexa users can order a custom bottle of drink with delivery using a voice assistant (Coca-Cola Australia, 2020). Members of the potential audience of this advertisement can be different people of any gender and age. The advertisement shows a bottle of Coca-Cola with Alexa written on it. This is a hint from marketers to close interaction with the voice assistant. The company often introduces various creative innovations in its marketing announcements. In this way, they manage to keep their audience for a long time. By introducing new chips that are remembered, Coca-Cola sets up associations in the minds of people. Thus, when mentioning the name of Alex, many people who saw this ad or used this function will automatically associate it with Coca-Cola and not with the voice assistant. This approach to product presentation is a key factor contributing to the success of the company.
This advertisement represents the buyer, not a new product but a service. This service became available thanks to the cooperation of Coca-Cola with Amazon. This is the first such a large joint project between the two companies. The company’s statements state that its main goal was to improve the quality of service to its customers (Coca-Cola Australia, 2020). The new service aims to do just that, as it allows everyone in Australia to get delivery and a branded custom bottle. To develop this promotion, the company’s marketing team spent a long time developing a plan for how people could improve their experience of interacting with their products with the help of what they use every day. For the competent implementation of such a function, a detailed study of all the capabilities of the voice assistant was required in order to understand how it can be used. Alexa was chosen because the company had already partnered with Amazon and had the necessary experience and connections.
In order to fully implement the new capabilities of the organization’s voice assistant, it was necessary to develop a special application for it. According to the company, during the event, Australians used the new feature 12,000 times (Coca-Cola Australia, 2020). This is a good indicator as the location of the action was limited. Without proper marketing, it would not have been possible to increase sales so significantly. This proves that advertising is of great importance for all organizations that have financial profit as their goal. In this way, Coca-Cola was able to gain even more visibility through the use of e-commerce and modern marketing opportunities.
The excitement around the new promotion exceeded expectations and was a great result that proves that advertising can work if applied correctly. The company could suffer significant losses if no one paid attention to this action. However, the combination of an innovative approach with a modern approach to marketing has allowed Coca-Cola to become the big franchise it is today. Developing new creative marketing solutions enable employees to improve their capabilities. Thus, the staff begins to think more creatively, which contributes to the achievement of new goals that will be set. Any new product or service should always be properly advertised when it comes out. If the company had not made any decisions to disseminate information about a new product, then it would not have been popular. Advertising is an integral part of the business strategy of any company, as it provides recognition and popularity for customers.
References
Schwartz, E. (2020). Australians Can Ask Alexa for a Personalized Bottle of Coke. Voicebot. Web.
Coca-Cola Australia. (2020). Did you share a Coke with Alexa? Coca-Cola company. Web.